The stigma of buying groceries on offer is dwindling, with almost 60% of shoppers now admitting to the practice, according to a survey.
The poll found that six out of 10 consumers are buying more of their food and groceries on promotion, up from 40% in 2008, IGD ShopperVista research found.
Younger shoppers and those with children are the most likely to use vouchers, with 75% of 18 to 24-year-olds saving money compared with 45% of over 65s, and 75% of shoppers with children compared with 51% with no children.
IGD chief executive Joanne Denney-Finch said: "In these tough times, shoppers say promotions are one of the factors helping them decide where to shop: 71% of them tell us they are an important consideration.
"The stigma once associated with using coupons and vouchers is eroding as shoppers tell us they are using this type of promotion more as they seek to secure the best value.
"Retailers have been actively promoting coupons, which are easy to understand and use and have relatively few restrictions.
"Vouchers are more targeted now and can help shoppers, who have increased their planning before doing their grocery shopping.
"Shoppers are increasingly turning to technology when trying to save money buying their food and groceries. They are using websites on their home computers and even on their mobile phones. Seven out of 10 shoppers (72%) who own a smartphone or tablet say they would like tailored promotions sent to their phone."
:: IGD ShopperVista surveyed 1,000 shoppers between June 1 and 30.
